Loran Nordgren is the first repeat guest here on People Business. In this conversation, he talks about his book, The Human Element, and the framework he and his co-author have built for helping people reduce the friction that new ideas face when brought to life in the real world.
Loran is one-part behavioral scientist, one-part professor, and one-part practitioner. As a behavioral scientist, his research explores the psychological forces that propel and prevent the adoption of new ideas and actions. As a professor, he has twice received Kellogg’s Management Teacher of the Year award. And as a practitioner, he consults with companies and business leaders around the world.
Mentioned in this Episode:
Time Codes:
(3:45) - What was the writing process like for The Human Element?
(6:06) - How did you find the stories for the book?
(9:48) - What is the book about?
(14:33) - What are the Four Frictions?
(21:19) - Frictions are hard to spot. How do we draw them out?
(23:05) - How do people react when you flip the script on them to draw out their frictions?
(28:21) - How do we identify our own frictions?
(34:11) - Upward mobility
(37:34) - Which of the Four Frictions do you see most present in a sales context?
(43:14) - How did you use these principles for your own book launch?
(50:02) - Influencing others & Relativity
(57:06) - How to use Repetition
(1:07:10) - The importance of patience.
(1:15:52) - How can people easily buy your book?
